Presentation given at MediaNext Conference in NY 1/8/13 discussing the integration of digital skills into media organizations

1. Digital
Skill
Sets:
Iden?fy
&
Integrate
Dan
McCarthy
Partner,
The
McCarthy
Group
Partner,
DeSilva+Phillips

2. Session description
Traditional media companies are working hard to ramp up
their digital-media skillsets by acquiring non-traditional
companies focusing on social media, marketing services,
Web development and the like. But integrating non-
traditional, entrepreneurial companies into large
established corporate cultures is a tricky business. Sit in
for a look at how some of these transitions have gone, and
learn what to do – and what not to do.

3. Structure of this session
• 45 minutes
• Discussions are better than lectures
• We’ll review 4 key questions
• We’ll use that dialogue as a springboard for
whatever discussion you desire

4. The four questions
• What are the new requirements that are being
put on my business that I need to have digital
know-how to solve?
• What is the best way to introduce the skills into
my organization to satisfy those requirements?
• How do I know whether I have the right mix of
skills or not?
• Do I have the right leadership skills to transform
the organization?

5. What are the new requirements that are being put on
my business that I need to have digital know-how to
solve?
QUESTION 1

6. Memes
• Old vs. new paradigms
– More of the same vs. more from the same
– Information vs. data
• Technology-enabled lives

7. Bridging the Generation Gap

8. What is the best way to introduce the skills into my
organization to satisfy those requirements?
QUESTION 2

9. Alternatives
• Hire individuals with new skills to do new things
• Train individuals to do old things in new ways
• Start new business groups to do new things
• Acquire businesses to do new things

10. Skills & Capabilities

11. Examples of skills & capabilities
Skills
Capabilities
• Web design
• Social media marketing
• Product management
• CMS
• Video content
• Digital marketing
• Data analytics
campaigns
• Customer service
• Lead nurturing
• Product fulfillment
• Lead generation

12. How do I know whether I have the right mix of skills or
not?
QUESTION 3

13. A Skills Assessment Matrix
• Define the market demands
– What are the habits of the audience?
• What knowledge do they want access to?
• What information do they value?
• What options do they want for access?
– What about the audience do the
marketers value?
• What is the value of a new customer?
• What is the average cost to acquire
customers?
• What are the primary marketing channels?
• What role does content play in the
marketing program?
• Identify the points of value you
can deliver to the market
• Compare your organizations
ability to deliver on the points of
value against the market
demands

14. Do I have the right leadership tools to transform the
organization?
QUESTION 4

15. The leadership challenge
• Mission
– Define, express, assert
• Culture
– Recognize, value, reinforce
• Knowledge
– Prioritize, respect, demonstrate

16. Dan McCarthy
dan@themccarthygroup.com
www.themediatransformation.com
THANK YOU